Home Textile Market Channel: Crossover And Mashup

In economics, there is a famous "smile curve" theory. The middle of the smile curve is manufacturing, the left is R & D, and the right is brand and marketing.

In the whole industry chain, the high value-added products are more reflected in the two ends, that is, design and brand marketing, with the lowest added value in the intermediate link.

At present, China's home textile industry and enterprises are focusing on the design and marketing channel construction to enhance their own strength.

On the occasion of the upcoming autumn and winter textile exhibition in 2011, the textile and clothing weekly interviewed leaders and experts from the industry and expressed their views on the above two aspects. I hope their insights will enlighten the vast number of enterprises.

This time, we have joined Hu Baogang, an expert consultant of China Textile and garment professional market alliance, a famous Chinese market industry research expert and chairman of Beijing China League creative management consultant Co., Ltd. to comment on the channel of home textile market.

Hu Baogang pointed out that in the past, when talking about channels, most of them were the marketing channels of enterprises, and the marketing channels of enterprises constituted the supply chain of enterprises.

From the supply chain of home textile enterprises, it is a "push" industrial chain developed according to the production, wholesale, agency, distribution and retail mode. It is an inventory supply chain that sells agents continuously to get goods.

In this industry chain, apart from manufacturing enterprises, other chain parties are not concerned about brands.

With the advent of the network economy and the era of experience economy, the home textile market channel has gradually become a new industry main body, forming a "pull" purchasing chain with the core of the home textile market platform, forming a reverse integration industrial chain with the buyer as the core.

As a result, the home textile market channel, as a platform, is multiplying and being "cross boundary" and "mashup".

whole

"Transformation" and "turn around"

Hu Baogang believes that industrial segmentation is becoming the present.

For example, Chengdu home textile city first proposed the "home textile" whole industry chain and "Industrial Park + market, logistics, convention and exhibition, creativity, tourism, headquarters + brand chain" 1+6+1 mode of innovation.

First of all, the home textile industry as the core industry, and then the market, logistics, exhibition and other industries as related industries, and finally the capital, investment, brand and chain as a derivative industry, constitute the three-dimensional whole industrial chain of home textiles, promote the mode of home textile market channel innovation, and become a new highlight of the home textile market channel construction.

With the continuous emplacement of network economy, experience economy and networked digital trade, and cloud market and Internet of things, the home textile market will eventually lead to "pformation" and "turn around".

Great complex era

"Crossover" and "mashup"

According to Hu Baogang analysis, the rapid development of China's urbanization and commercial real estate has accelerated the formation of industrial new towns and thematic business circles.

The functional orientation of the complex industry and the positioning of the market in the comprehensive body lead to further subdivision of the home textile market, especially the emergence of multi polar business circles, which makes the vertical industrial chain of the home textile market easier to integrate.

For example, the professional home textile market in Nantong's home textile market, and the theme home textile market in Beijing Dahongmen business circle.

It can be seen that multi core is not equal to multi center.

As long as the core positioning of the core is accurate and reasonable, it has the same competitiveness.

For example, the whole industry chain integration business mode similar to Chengdu home textile city is the integration and innovation of the home textile market channel under the background of multi polarization and multi core competition.

In fact, with the evolution of the function of the commercial complex, the layout principle of "priority of industry" in the traditional home textile market has been replaced by the layout principle of "functional priority". The layout principle of "functional priority" has not only opened up the vertical channel of the home textile market, but also promoted the superposition of diversified industries, and laid the foundation for the construction of the industrial new town and the theme business circle.

At the same time, the emergence of the business complex has formed new market functions and channel space for business, exhibition, network, creativity, logistics and tourism, and has become a booster of "crossover" and "mashup" in the home textile market.

He further analyzed that at present, there is a new "crossover" in the home textile market: first, the cross-border market of home textile market and e-commerce, such as the Taobao mall love bee network recently opened in Beijing, the van gesso product home network and so on; the two is the crossover between home textile market and home building materials, such as red star Merlot, Hebei Asia Pacific City and so on; the three is the cross-border market of home textile market and capital chain, such as the "nest nest home" shop opened in Shanghai recently, and Chengdu's "icing on the cake" home chain network city, etc., four is the cross-border market between home textile market and business tourism, for example, the Chengdu International Home Textile Expo purchasing center.

At the same time, there is a new "mix and match" in the home textile market.

The first is the mixture of home textile specialized market and retail mall, such as Shanghai Peng Xin International Industrial Park; the two is the mixture of home textile theme market and franchised store, such as the integration of Chongqing international home textile city and many brands of home textiles; three, the mixture of home textile comprehensive market and business headquarters, such as Shaoxing light textile city and home textile creative center, etc. four is the mixture of home textile industry market and Convention and exhibition logistics, such as Chengdu Home Textile City (Industrial Park) and Chengdu International Home Textile Expo purchasing center, Beijing Tianjin international trade port and logistics center.

Hu Baogang believes that the "crossover" and "mashup" of the home textile market channels are not only the result of the subdivision of the domestic textile market, but also the result of the innovation of the home textile market platform, and the result of the innovation of the home textile market channel.